WORLD'S TOUGHEST PRINT AD
| Brand | FOX INTERNATIONAL CHANNELS MIDDLE EAST |
| Product/Service | FX |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Use of Magazines/Newspapers |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
The world's toughest print ads just ran on 15 February 2012, promoting the Facebook fan page.
And in just 5 months it has over 2000 fans and almost 25,000 likes.
Creative Execution
To continue the feeling of toughness, this was an opportunity to get tough in print. And we managed to run a sandpaper insert that asked people to use it as a face towel to catch them off guard.
Insights, Strategy and the Idea
Launch FX in the Middle East – the new male-orientated channel from Fox International Channels.
Strategy
To rival other male-skewed channels, we positioned FX as the toughest channel to ever hit the Middle East.
Idea
‘TV Just Got Tougher’ – was the title of the integrated campaign. Expressed through various executions, people got a taste of what being tough was all about, and that there was only one place to go. So tune in now, or else…
Credits
| Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
| Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
| Mohamed Oudaha |
Leo Burnett Dubai |
Creative Director |
| Sunny Deo |
Leo Burnett Dubai |
Senior Copywriter |
| Rafael Augusto |
Leo Burnett Dubai |
Senior Art Director |
| Nicolas Roux |
Leo Burnett Dubai |
Regional Communication Director |
| Lara Elbarkouki |
Leo Burnett Dubai |
Communication Manager |
| Nadia Bedaywi |
Leo Burnett Dubai |
Communication Executive |
| Elliot Bastien |
Leo Burnett Dubai |
Planner |